6 Steps To Building A Customer Journey

A customer journey map is a visual representation of a customer's experience with a company, from initial awareness to post-purchase evaluation. It outlines the steps a customer takes, their emotions, and their interactions with a company. This tool can help organizations better understand the customer experience and identify areas for improvement. In this article, we'll walk through the process of creating a customer journey map.

Step 1: Define Your Target Customer

• Before mapping the customer journey, you need to know your target customer. Consider factors such as age, income, education level, location, and purchasing habits. The more specific you can be about your target customer, the more accurate your customer journey map will be.

Step 2: Identify Touchpoints

• Next, you need to identify all of the customer's touchpoints with your company. Touchpoints are any customer interactions with your brand, including visits to your website, phone calls, email exchanges, in-person visits, and more. Make a list of all the touchpoints and consider the following questions for each one:

  • What is the customer trying to accomplish at this touchpoint?

  • What emotions might the customer be feeling at this touchpoint?

  • How does the customer perceive your brand at this touchpoint?

Step 3: Map Out The Journey

• With a list of touchpoints, you can now begin mapping out the customer journey. Start by drawing a basic timeline showing the order of the touchpoints and branch points, where the customer may choose different paths based on their needs or interests. Then, add more details to each touchpoint, including the customer's goals, emotions, and brand perception.

Step 4: Add Personas

• Personas are fictional characters that represent your target customer. Add personas to your customer journey map, including their demographic information, goals, pain points, and how they feel at each touchpoint. This will help you better understand the customer experience and see where there may be areas for improvement.

Step 5: Review And Revise

• Once your customer journey map is complete, review it with your team to ensure it accurately reflects the customer experience. Identify areas where the customer experience could be improved and revise the map accordingly.

Step 6: Use The Map To Drive Improvements

• The final step is to use your customer journey map to drive improvements in the customer experience. Identify areas where the customer experience could be made more seamless or enjoyable, and work to implement changes. Use the map as a reference when making decisions about the customer experience, and revisit it regularly to ensure it remains accurate.

Creating a customer journey map can be valuable for any organization looking to improve the customer experience. By visualizing the journey from the customer's perspective, you can identify areas for improvement and make changes that will help ensure a positive experience for all customers.

To Your Success & Prosperity,

Michael McMillan